Ad technology and analytics company, Sokrati, has recently announced the direct integration of its personaAds platform with Facebook Exchange. The integration will allow advertisers to showcase specific products which individual users are most likely to purchase, based on their usage patterns on the advertisers’ website.
Retargeting helps marketers to reach users who have shown interest in their brand or product. Usually retargeting involves manual process of creation of audience segments and thus often captures only a limited subset of users on the website.
Though recent developments have now enabled advertisers to show an ad for the last products browsed by the user on the advertisers’ website, but still about 55% of the users do not buy the last browsed product. Thus it still remains limited in coverage, has manual errors and low conversion rates.
Rahul Kulkarni, CPO, Sokrati, says, “The Retargeting becomes much more powerful if the product recommended is based on a 360 degree profiling of the user.”
Sokrati personaAds develops distinctive audience personas among the advertiser’s site visitors by analysing their site usage and behavioural patterns. It detects an individual’s persona on the basis of user profile built, purchase history, browsing behavior and website search queries.
Sokrati Product Affinity Predictor then recommends the right product for that persona, in this whole process no manual creation of segments is required, nor is the user stuck seeing ads for the last product he/she browsed on the advertiser’s website.
Sokrati was founded in 2009 and its team is led by ex-Amazonians and ex-Googlers. As per the company, its platform drives over 12 Mn monthly visits to advertisers by managing more than 100 Mn active ad entities on a real-time basis. It had raised Series A from Inventus Capital Partners in March 2011.
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